This thesis attempts to analyse the representation of professional female sport persons in selected South African media. The field of study is located within the ambit of gender and media studies with specific attention to the power of the latter to not only reflect, but actually shape realities and attitudes. Carolyn Byerly and Karen Ross (2004) comment that “the media have the potential not only to reinforce the status quo in power arrangements in society, but also to contribute to new, more egalitarian ones” (2004:24). The core question, then, is to determine whether traditional gender roles are confirmed, or positively shaped, by the way in which the selected media reported on professional women athletes in various sporting codes. As this is a neglected topic in South Africa, the study relied heavily on the research done by various American and European academics. Academics such as Pamela Creedon (1994) and Susan Birrell and Cheryl Cole (1994), found that female athletes are marginalised and stereotyped by the media. Their research also denotes that female athletes are objectified and judged on their looks and dress code instead of their sporting abilities. Female athletes are continuously stereotyped according to societal induced feminine traits. These representations alienate women who do not possess feminine qualities as “the other”, namely falling outside the desirability as determined by sponsorship and an assumed male viewing / reading public. The media further focus more on beautiful, glamorous athletes than female athletes that are less feminine, but with no less achievement and ability. Extensive examples are provided in the treatise of how the selected South African print media misrepresented women in the six month period that was studied. The conclusion is unambiguous: The South African media unfortunately follow the international trend of objectifying women according to male stereotypes. The media that were studied therefore missed an opportunity to shape gender attitudes as they collude with the powerful forces of sponsorship and viewer-ship to reinforce the status quo.